Asian markets offer strong opportunities for marketing South African fresh produce, but success depends on strategic planning and adapting to shifting consumer behaviour and market conditions, says Prof Patrick Vizzone, the CFO of Vertical Oceans and newly elected chairman of the International Fresh Produce Association (IFPA).
By Jasper Raats, senior journalist at African Farming and Landbouweekblad
Speaking at the organisation’s Southern African conference in July, Prof Vizzone noted that demand for fresh produce in Asia was showing sustained growth. South and Southeast Asia were leading this trend, followed by East Asia. The main driver is a rising middle class that is increasingly health-conscious and willing to pay more for good-quality fresh produce.
Since the Covid-19 pandemic, consumer priorities have shifted from simply seeking the lowest price to finding affordable value. Consumers in Asia are moving away from the simple question of “Can I afford it?” to a more nuanced approach where financial and emotional factors influence purchasing decisions, Prof Vizzone said. Freshness, quality and food safety have become priorities.
This growing emphasis on food safety means exporters must meet stricter traceability and quality standards, as buyers are increasingly aware of the risks of foodborne illness. Consumer education about the health benefits of specific fruits can also provide a competitive edge.
Citrus remains a popular South African export to the Far East, but competition is increasing, particularly from China, where citrus plantings alone have grown by 40% over the past decade.
The e-Commerce Revolution
One of the most significant developments in Asia is the rapid rise in online sales of fresh produce. In China, the share of fresh produce sold online has grown from 5% in 2018 to 17% in 2025, with 43% of consumers now buying fresh produce online.
This e-commerce surge requires exporters to be digitally integrated and meet Asia’s “ultra on-time convenience” expectations, which can include delivery windows as short as 30 minutes. Prof Vizzone advised producers and export companies to partner with digital platforms and adapt to local logistics systems to capitalise on this expanding market.
Five Consumer Trends
Health, value for money, sustainability, targeted marketing and the responsible use of artificial intelligence are among the key global consumer trends set to impact South African exporters in 2025 and beyond, says Relebohile Ramosoeu, research analyst at Euromonitor International.
Sharing the stage with Vizzone, Ramosoeu emphasised that these trends were closely tied to global challenges, such as the rising cost of living, political uncertainty and shifting government policies – and that producers who adapted their innovation and marketing strategies accordingly would gain a competitive edge.
1. Health
Consumers not only want to live longer, but also remain healthy and active for longer. More than a third plan to spend more on health and wellness products – including functional foods, supplements, and wearable health devices – in 2025, Ramosoeu told conference-goers. He noted that producers who highlight the scientifically supported health benefits of their products can secure a competitive advantage.
2. Value for Money
With about 70% of consumers concerned about rising prices, value for money is a top priority. Buyers are doing more research before making purchases, and prefer products that offer clear long-term benefits. Brands that combine quality, functionality and affordability stand to benefit the most.
3. Sustainability
Although value for money often outweighs concerns about sustainability, environmental awareness remains a key purchasing driver when prices and quality are comparable. Ramosoeu said producers can gain an edge by credibly linking sustainability claims to tangible benefits such as freshness, longer shelf life and reduced waste.
4. Targeted Marketing
In an age of information overload, consumers seek simple, fast and reliable product information. Clear labelling, intuitive packaging and personal communication help make choices easier and build customer loyalty.
5. Responsible Use of AI
Although many consumers embrace artificial intelligence when it delivers tangible value, concerns remain about accuracy, ethics and its impact on people’s jobs. Ramosoeu believes that producers using AI – for forecasting, logistics or quality control, for example – should be transparent about its application and maintain a “human touchpoint”.
